Corporate initiative to assess and take responsibility for the company's effects on the environment and impact on social welfare. The term generally applies to company efforts that go beyond what may be required by regulators or environmental protection groups. Corporate social responsibility may also be referred to as "corporate citizenship" and can involve incurring short-term costs that do not provide an immediate financial benefit to the company, but instead promote positive social and environmental change. Mr Koh Juan Kiat explained that adopting CSR brings intangible benefits such as a good reputation for the company, high morale among employees and improved performance and attracts investors. Employees will also take greater pride in their company and this will affect productivity (Tay 2009). A enterpise, which has the ambitious goal, will attempt to bulid the CSR programs to arrive win-win. The enterpise can make the use of reputation for CSR programs to promote corporation's strength or earn money, and the society can be gained the contributions by these CSR programs. Breadtalk has performed a good example of Corporate Social Responsibility (CSR) and as a CRM strategy, it has indeed worked very well for its brand. What kind of rollover effect does it have? Firstly, media coverage. The earthquake is top of the mind concern for every single person on the street and everyone is interested in reading the latest about it. The fact that Breadtalk has led such an effort has built a top of the mind brand recall for their business, further stregthening their market position as the big brother in the bread lines. Secondly, the interest it has created caused a word-of-mouth marketing effect. The “topic” that people wants to talk about. “Hey have you bought the Panda bread yet?”. And another person will be off to buy it as a gesture of support. So it thus created both the “attention and intention” to purchase. Thirdly, no matter in approval or disapproval, people...

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...Question 1: What is Corporate Social Responsibility and how could this influence the organisational behaviour of ‘Breadtalk’?
Corporate Social Responsibility (CSR) is where corporations or organisations are obliged to inter-relate their businesses with behaving in ethical and moral ways. It is where such corporations have notions towards having responsibility to the society that upholds them. Examples of ethical and moral ways varies from giving back to needy groups in terms of monetary funding and healthcare, to integrating CSR strategies directly into the business tactic of an organisation. By means of integrating is having “employee-friendly human resource policy where safety in workplace, social security benefit, flexible office hour, recreation and other benefits are included” (cited in The Financial Express, 2010).
‘Breadtalk’, well-known for its commitment in providing the best for its customers in different countries, have given back to the society and providing internal support throughout its company. ‘Breadtalk’ continuously provides on-the-job training and supervision for its employees, awarding opportunities for head departments to hold higher positions abroad; such as overseeing business processes. Having close human relations have forged strong ties into branching out its brand even more till ‘Breadtalk’ now operates across 17 countries and all of which are carefully chosen...

...founded by our Chairman, Dr. George Quek and our Deputy Chairman, Katherine Lee. Our Chairman, Dr. George Quek, first conceptualized "BreadTalk" in April 2000 when he saw an opportunity for starting a bakery selling freshly baked breads and buns which are visually creative and attractive.
Our signature 'Flosss' bun sells at a rate of 1 every 10s worldwide. 100 million 'Flosss' buns have since been sold.
2000
1st BreadTalk outlet opens at Bugis Junction, Singapore
Launches its signature Flosss bun - spiralling long queues
George Quek targets to open 10 BreadTalk outlets in 3 years
2001
Receives more than 1000 international franchise enquries for BreadTalk
2002
BreadTalk receives the SPBA Most Promising Brand Award and voted by consumers as Most Popular Brand
George Quek wins the Entrepreneur of the Year Award (ASME and the Rotary Club)
BreadTalk is ranked No.1 in the Enterprise 50 Startup Award (Accenture and The Business Times)
BreadTalk fast expands to 20 outlets in Singapore
2003
BreadTalk Group Limited is listed on Sesdaq*, on the Singapore Exchange
First overseas outlet opens in Jakarta, Indonesia
Sets up PRC's Headquarters and opens first outlet in Shanghai
BreadTalk receives the SPBA Distinctive Brand Award
2004
BreadTalk is a winner in the Design for Asia Award, Hong Kong Design Centre
BreadTalk receives the...

...Where Creativity Is a Bread and Butter Issue
BREADTALK GROUP
Breadtalk first made waves when they entered the bakeries market all over
Singapore in the year 2000, bring in a totally new concept of bakeries
business into Singapore.
1. From a classic rags to riches tale
Born in 1957, MR. George Quek was a son of a humble vegetable farmer who later became a seaman and a housewife mother. Together with his 3 brothers, they stayed in a rented wooden attap hut in Hougang.
As a boy Mr. George slowed no inferred in studies whereby in his report card
you could see more red than blue marks. He rather prefers to dabble with a
pencil and drawing board. His creativity ignited into a passion for artistic
pursuits. Once completed his “o” levels he enroll himself to Singapore Art
Academy and worked as a cable technician to pay his fees. After graduation,
he was enlisted for National Service. He signed on as a regular in the Army at
the age of 20. The Army has taught him to be tough and strong with
endurance and determination and eventually emerged as a company
sergeant major, upon leaving the Army, he worked in a Hong Kong handicraft
shop in Parklane Shopping Mall. Where he did wood carving metal engraving
and also move dragon-bread candy. In 1982, Mr. Gorge Quek left for Taiwan
to further his art education. But destiny had no plans for him when he realized
he could not afford the 6000 dollars enrollment fee. With the remaining
money, he...

...Industry Analysis
Future outlook and trends
For its outlook, BreadTalk planned for the China and regional market and rising food cost. This is the largest challenge for the Bakery business. BreadTalk is going to shorten the supply chain and buying in bulk globally for economies of scale. Shanghai is one of the example that BreadTalk have successfully piloted using frozen dough to arrest rising labour and rental costs while maintaining the quality of our products. This is to encourage that BreadTalk will explore the possibility of extending this initiative beyond Shanghai. The BreadTalk Transit model has also proven to be an efficient model for swift expansion and its potential we will be harnessed to expedite growth. For Market Trends, KFC, McDonald's, Long John Silver's and Pizza Hut were dominating most of the chains in the past in Singapore. However, trends have been changed for decades. Local Brands were replaced. BreadTalk controls 55% of Indonesia’s bakery market and it becomes giant franchises dominate the Southeast Asia region. (Fresin Fries,2012)
Analysis of competitors
BreadTalk operates in the highly competitive F&amp;B industry which has close to no barriers to entry. Some of its competitors are established players in the bakery and confectionery industries and may have greater financial and marketing resources. The entry of new competitors into the same...

...BreadTalk Group Limited
The BreadTalk Group Limited has rapidly globalized into 16 countries such as Singapore, China, Hong Kong, South Korea and the Middle East(http://www.breadtalk.com/ourbrand-bt.html Our Presence,2012). It is well known for its bakery, restaurant and food atrium, and this compromises of BreadTalk, Toast Box, The Icing Room, Din Tai Fung, RamenPlay, Carl's Jr China, and Food Republic. Being founded in 2000, the young company has achieved numerous awards which includes the Singapore Prestige Brand Award in 2011(http://www.breadtalk.com/brand-accolades.html Brand Accolades, 2012). The Group has a global network of over 400 bakery outlets, with a strength of more than 6000 employees, as well as operating 11 Michelin Star Din Tai Fung restaurants in Singapore and Thailand, and over 30 award winning Food Republic food atriums in Singapore, PRC, Hong Kong and Malaysia.
The household brand is founded by the Chairman George Quek Meng Tong, who was appointed to the board in 2003, and re-elected in 2010. Being very experience in food and beverage industry since 1982(http://www.breadtalk.com/board-of-directors.html, Chairman,2012), he started the bakery business with BreadTalk Private Limited and bought it to list on the Singapore Exchange Limited in 2003. The Group made an average revenue of $333, 000, 000 and a profit of $11, 450, 000 between 2010 and 2011. With an available financial asset of $911, 000...

...SWOT Analysis of BreadTalk Group Limited
1 Purpose
Our brief analysis of BreadTalk Group Limited addresses the overview of their market position strengths, recognizing their weaknesses, possible opportunities and potential future threats. This gives the group and their potential investors an insight of their growth and a chance to counter-react to obstacles heading their way.
2 Background
BreadTalk which is best known for its signature floss buns, started out in 2000 as a local bakery chain. In less than 10 years, it has evolved into a distinctive F&B brand with renowned bakery, restaurant and food court in Asia Pacific. In terms of business sustainability, BreadTalk constantly develops innovative ideas to surprise their customers. Through franchising, the group has established its operations across the region with 6000 employees. The group has reached recorded revenue of SGD$302.9 million in 7 short years, ended December 2010, an increase of 22.9% over in 2009, since being listed on SGX in 2003. The group's operating profit was SGD$16.6 million in fiscal 2010, an increase of 1.9% over 2009. Its net profit was SGD$10 million in fiscal 2010, a decrease of 7.3% compared to 2009. (CIMB, OCBC report, 2012)
3 Strengths
3.1 Experienced management
George Quek, chairman of the BreadTalk Group Limited listed the company in SGX in 2003, three short years after the group inaugurated the business in 2000. He...

...Introduction
Breadtalk Private Limited marks its virgin birth at Parco Bugis Junction (retail outlet) on 1st July 2000. With a remakable period of five months, on December 2000, it ventures into its second venue at Novena Square and further enterprise onto its third outlets closer to the HDB heartlands, Juntion 8 shopping centre.
Breadtalk has established a firm foundation in local market with just three years, it is a listed company on March 2003. It has adopted 4 type generation concept design for retail outlets since year 2000 to 2012, however there is a constant in all outlets which is the transparent open kitchen. With just a piece of clear glass that separate the customers from the chefs, it is an apparent indication of its quality of the breads that are served fresh daily. (Breadtalk Group Limited, 2014)
Since 2012, breadtalk team diverts its attention in strengthening their core competencies, broadening its business to 15 countries, including Mainland China, Hong Kong and Indonesia (737 bakery outlets, 58 food atria and 41 restaurants) Since its foresight in expanding into international market, it has initiated various house brand such as BreadTalk, Toast Box, Thye Moh Chan, Food Republic, RamenPlay and The Icing Room; and also franchises Din Tai Fung from Taiwan and Carl’s Jr from USA. (Breadtalk Group, 2012).
With its long achievements lists, Breadtalk...

...-------------------------------------------------
BreadTalk plans to double number of mainland outlets
Wednesday, 26 September, 2012, 3:33am
BreadTalk's products are catching on throughout Asia.
Singapore-listed bakery chain BreadTalk plans to double the number of mainland outlets in the next two years.
Founder and chairman George Quek said the company would have 550 outlets across the mainland by 2014, compared with about 300 now.
He admitted that a shortage of local talent and dearth of quality retail space were the main stumbling blocks for the expansion.
"We have the resolution and confidence in competing in this fast-growing market," Quek said. "The bakery business could grow on a fast track over the coming two decades, benefiting from the scale of the economy and people's increasing income."
He expects mainland revenue to grow at least 30 per cent a year.
Revenue from the mainland would account for more than 50 per cent of BreadTalk's total in three years, Quek said.
A new class of consumer is emerging on the mainland, described by McKinsey &amp; Co as "new mainstream consumers" with annual household income above 106,000 yuan.
The global management consultancy estimates there are now 43 million such households.
They are becoming more self-indulgent and loyal to certain brands, creating tremendous opportunities for foreign brands such as BreadTalk.
"There is competition for good locations and talented...